Consumers' Preferences and Willingness to Pay for Fish Products with Health and Environmental Labels: Evidence from Five European Countries.

Seafood products are important sources of protein and components of a healthy and sustainable diet. Understanding consumers' preferences for fish products is crucial for increasing fish consumption. This article reports the consumer preferences and willingness to pay (WTP) for different fish species and attributes on representative samples in five European countries ( = 2509): France, Germany, Italy, Spain, and the UK.